A Study on Operating Pattern of Restaurant Franchise from the Service-Dominant Logic Perspective

The principle of global economic development has transforms dramatically from the manufacturing industry to a servicing industry, taking United States and European countries Gross Domestic Product (GDP) as an example, servicing industries weighting exceeded over 75% which also demonstrated the important relationship between innovation service activities' development and GDP, and the service innovation becomes the emerging territory among the service related industries. Service industries play an important character among many related economic activities, which are influential on the economic development of one country. Nonetheless many of the innovation continuously focus on the technical innovation within the manufacturing industries, which reflects the background on innovation theories during the mass production era. On the other hand the related topic on innovation service is extremely rare. Therefore, this research paper primarily focuses on innovation service management on restaurant franchise, which takes the characteristic variable of co-creation with stakeholders and incentives as the standard measurement of influential on service innovation and management. Taiwan is currently developing actively to become the main provider of restaurant service while making the restaurant franchise a priority development industry in the plan of national service development. The methodology of this thesis is based on a single case study. This research has discovered that the event hosted by the Wang Steak, which is a large servicing provider in Taiwan, has successfully reflected value co-creation in three aspects. Firstly, it is an influence from the co-creation characteristic to the innovation service including the increase upon core capacity, extending oversea partnership opportunities and gaining new servicing resources as toolkits. Secondly, it has developed multiple resources and channels in parallel for the participants that can be "co-creation" crossing multiple industries. Lastly, the level of relationships among the parties in the stakeholders and incentives is one of the influential factors to the core or "co-creation". Therefore, these factors can be enhanced by the activities that hosted by the organizer, which can create a better bonding relationship, a successful future service innovation and a management development.